Taste of Europe China - Part II

This programme is an informational and promotional campaign for European fresh pears (Conference) in China. The Conference pear is the most commonly cultivated pear in Europe; 44% of all pears cultivated in Europe are Conference pears and this percentage is growing. Supply in the Belgian and European market is increasing and especially now the Russian market has been lost and the effects of Brexit and the corona-crisis are still unsure, we want to build up a more stable sales market in the world’s second largest economy, China. This campaign is a logical continuation of our successful 3-years promotional campaign for Conference pears in China which started in 2018 and runs till end 2020 ‘Taste of Europe China (05 02 10 01 3801 519  520  521 TOE_CH)’. Thanks to this campaign, the first steps have been set in the Chinese pear market. However, as China is an enormous populated country, there is still room for growth in convincing Chinese consumers about European pears. Moreover, we are convinced that a long-term approach is crucial for further building up the awareness about European Conference pears. 

As in the previous campaign, the main goal of this new campaign is tastings at the retail point, so we can emphasize the outstanding product characteristics of the Europeans Conference pear. Through advertisements and online banners in trade press, we will inform the target group about the kick-off of the Conference pear season and our participation in upcoming trade shows.  These trade fair participations and other events will be organised to bring European conference pear exporters in contact with new potential clients, so we can boost sales and turn the European presence in the Chinese market into a permanent export flow. 

The campaign starts in January 2020 and runs for a period of 3 years. The total budget of the proposal is €1.218.859,80.